Retailer Loyalty Program For A Smartphone Brand

Objective

Operating in a turbulent and highly competitive Indian Smartphone market, client wanted to fully utilize the festive season to maximize trade support for an accelerated growth. For this the client approached Channelplay and tasked us with designing and executing a short term rewards program for 4000+ multi brand mobile phone retailers across the country.

 Approach

The key activities in project execution included:

• Designing of communication theme and creation of an effective communication plan
• Tracking of points earned by each retailer and validating claims filed by them
• Communicating regularly with retailers through SMS, mailers and tele-calling
• Procuring and dispatching rewards to retailers within timelines agreed with the client

 Large scale of the project and management of high value rewards were some of the challenges faced by the team during project execution.

Outcome

The program achieved its objective and the key highlights were as follows:

• Recognition of top retailers and differential rewards for consistent performers
• Improved growth and profitability via increased sales and aspirational value
• Full utilization of the festive season to maximize trade and to accelerate growth
• Handled rewards worth 10 crore rupees in an accurate & fool proof manner